Check purchase events when email visits appear but revenue is missing

Why do clicks appear without purchases?

Stibee’s October 13 article separates GA installation, UTM tags and purchase events. UTM tags alone do not create purchase data. Opens and clicks differ from website purchases, and integrations vary by store platform.

For your check, prepare the email tool’s click screen, the GA4 visit screen and the store’s order records separately. Recording where each figure comes from helps you avoid comparing clicks directly with orders.

Where should you check UTM labels?

Google’s campaign URL help recommends setting utm_source, utm_medium and utm_campaign together. Values are case-sensitive. Acquisition > Traffic acquisition shows Session source/medium and Session campaign.

Compare the three values in the sent link with the labels you find in the report. If names differ, record all the labels and agree with the owner on names for the next send. Renaming them during the check can make it harder to track what you compared.

What should you ask the implementation owner?

Google’s ecommerce guide covers purchase and transaction_id, value, currency and items. Set currency when sending value; the guide recommends checking in debug mode.

Give the owner specific items to check.

• Ask whether purchase is sent when an order is completed.
• Ask which values are sent for the order ID, amount, currency and items.
• Prepare order records covering the same scope as the debug check.

What should you record when figures differ?

Match the period, order IDs and amounts against actual order records, then record the orders with discrepancies and the owner’s findings. Start the next check by seeing whether those discrepancies have been resolved. Revenue attributed to a session alone does not establish how much additional revenue email generated.

Sources checked: 2026-10-17